The proliferation of intermediaries is resulting a supply chain opacity and making it difficult for advertisers to identify exactly how much of their spending is going towards the "working media." According to The World Federation of Advertisers (WFA), many of those dollars are going to click fraud in programmatic ad buying and predicted to cost advertisers and their industry partners more than $50 billion by 2025. But the days of giving digital a pass is over, because the time to act is now. Mediaocean, Unilever, Kimberly-Clark, Pfizer, Kellogg and IBM are collaborating on a blockchain-enabled advertising network to improve transparency, fight fraud and get make-goods done more quickly.

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